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Writing a business description for your business listing on Google can be an intimidating task, even if it’s only 200 characters long. It’s even more dispiriting on Yahoo! where you’re given a full 1,000 characters to describe your business.nnWhat should I write? Does it really matter? Will it help my ranking on Google Maps? These are the questions I asked the first time I was confronted with this task, and I’m sure you’re wondering the same thing.nnThis article is going to answer the first question in detail. The answer to the second question is a resounding “Yes,” and you’ll find the answer to the third question with conclusive proof before you finish the article.nnufffcWhat The Experts DonnAs a local search engine marketing expert, I’m always looking for ways to optimize my description text for the search engines while grabbing the attention of my readers. This can be tricky, but very rewarding if done correctly. Unfortunately, most business owners and local search marketing professionals don’t give it the attention it deserves. This is a big mistake.nnWhen writing the description text for your local business listing, you have fewer than 30 words to inform your human readers about the products and services you offer while simultaneously providing the search engines with fodder to promote your business to your target market. Here are three of my favorite ways to accomplish that task.nnufffcInformationalnnIf you don’t tell people what you do, they’ll assume you don’t do it. Fortunately, Google gives you an opportunity to briefly tell the world what you do in one to two sentences. Here’s an example used by a very successful mortgage company on Maui.nnPremiere Mortgage is a Maui mortgage company specializing in home loans, debt consolidation, home refinancing, jumbo loans, lot loans, construction loans, condotel loans and second home loans.nnNotice how the description text includes the geographic modifier, “Maui” along with their litany of services. Many people would not know that a mortgage company offers debt consolidation or condotel loans, so the people at Hawaii’s Premiere Mortgage Company decided to use this space for just that reason.nnAnd here’s the proof. If you do a search for the term, “condotel loans” + “Maui” you will discover that Hawaii’s Premiere Mortgage comes up in the top position. This is proof that Google does pay attention to the keywords in your description text and uses it in their rankings.nnufffcnnDirectionalnnLocation, location, location. You may have a business that’s located in a place that’s hard to find. Maybe your business is located in the basement of a warehouse or inside a grocery store or down a hard to find alley without proper signage. If this is the case with your business, you can use your business description to provide potential customers with directions. Here’s an example.nnGo two blocks South of the Big Chicken in Marietta and turn left into the Honda Car Dealership. Joe’s Appliance Repair Shop is in the back of the same building. If it has a plug, we can repair it.nnThis is generally not how I want to use the business description section offered by the search engines, but if location is a problem, it’s always my first choice. If customers can’t find your business, they’re not really customers are they?nnHowever, there are a few things added to this directional business listing that give it additional value.nnufffcTo start, it includes three geographic markers; the Big Chicken, Marietta and the Honda Car Dealership. If you’ve ever been in Marietta, GA you know that the Big Chicken is a local landmark known and revered by the people who live there.nnAnd since local people will often search using terms that include local landmarks, adding these terms could very well cause your listing to show up on the first page of results when these terms are used.nnTake Advantage of Every CharacternnAnd since we were able to provide accurate directions to Joe’s using only 150 characters, we were able to use the remaining characters to tell people what Joe’s Appliance Repair did. “If it has a plug, we can fix i

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